How Del Monte Uses Instacart to Engage With Younger Consumers

 How Del Monte Uses Instacart to Engage With Younger Consumers


Del Monte's Jamie Decker (left) and Instacart's Ryan Garvey present during NRF’s Big Show.

Del Monte’s Jamie Decker (left) and Instacart’s Ryan Garvey present during NRF’s Big Show.

Instacart has become a crucial channel for CPG giant Del Monte Foods to reach younger consumers as it targets Millennials and Gen Z buyers who are predisposed to mobile-first, according to Jamie Decker, VP omni activation of Del Monte Foods, speaking at the National Retail Federation’s (NRF) Big Show in New York.

“Our heritage dates back to the late 1800s, and we were one of the first plant-based nutrition companies with an ethos to be accessible for all,” she said. “The majority of products are still below $2 to this day. Our conversations about the consumer [we want to attract] meant that we needed to figure out how we get after the Millennials and Gen Z, who make up 50% of the global population and have 40% of spending power.”

Decker pointed out that neither generation is typically brand loyal and said that, in defining its approach, Del Monte had focused on how they are similar (notably both digital first) rather than their differences.

See also: Learn how Del Monte Foods is identifying new trends in flavors

“So we knew we had to be mobile oriented and think about how what we are doing is going to show and pop on a small device,” she said. “Gen X is all about the reviews, for younger consumers it was about how we can lean into influencers. Younger shoppers are always consuming data, they are busy and time-starved but happy scrolling on the sofa with the TV on and their laptop on.”

Decker added: “Their busy looks different, Millennials are starting families, Gen Z are just finishing college and starting to earn more money. That’s where Instacart comes in because they [younger consumers] have more delivery apps on their mobiles than streaming apps.”

She said that this was the audience that Del Monte needed to reach but stressed that the brand’s success with Instacart did not happen overnight.



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Fallon Wolken

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